Repository logo
 
Publication

The Role of Artificial Intelligence to Empower and Leverage Brands

2024Book part Restricted access
Simple item page
dc.contributor.authorCunha, Carlos R.
dc.contributor.authorGomes, João Pedro
dc.contributor.authorMendonça, Vítor
dc.date.accessioned2024-05-15T13:28:56Z
dc.date.available2024-05-15T13:28:56Z
dc.date.issued2024
dc.description.abstractTechnological evolution has impelled companies to adopt innovative solutions supported by technologies. In a particular way, brands have been migrating from traditional marketing to digital marketing, with the vanguard of emerging technologies allowing them to obtain competitive advantages. Nowadays, artificial intelligence promises to transform the area of marketing, considering that machine learning, natural language processing, and predictive analytics are revolutionizing the way brands interact with their consumers, personalize experiences, and make informed data-driven decisions. This chapter, after contextualizing artificial intelligence within organizations and the competitive advantages it can represent, discusses AI as an automatic pilot for brand empowerment and proposes a conceptual model that, using artificial intelligence, allows companies to be trained and streamline digital marketing functions to empower brands. Finally, the authors also present some scenarios in which the proposed model can be applied.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCunha, Carlos R.; Gomes, João Pedro; Mendonça, Vítor. (2024) The Role of Artificial Intelligence to Empower and Leverage Brands Intelligence to Empower and Leverage Brands. In AI Innovation in Services Marketing. IGI Global: Hershey PA, pp. 27-47. ISBN 9798369321539pt_PT
dc.identifier.doi10.4018/979-8-3693-2153-9.ch002pt_PT
dc.identifier.eissn2327-5529
dc.identifier.issn2327-5502
dc.identifier.urihttp://hdl.handle.net/10198/29768
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIGI Globalpt_PT
dc.relationThe authors are grateful to the Foundation for Science and Technology (FCT, Portugal) for financial support through national funds FCT/MCTES (PIDDAC) to CeDRI, UIDB/05757/2020 (DOI: 10.54499/UIDB/05757/2020) and UIDP/05757/2020 (DOI: 10.54499/UIDP/05757/2020) and SusTEC, LA/P/0007/2020 (DOI: 10.54499/ LA/P/0007/2020).pt_PT
dc.subjectArtificial Intelligencept_PT
dc.subjectDigital Marketingpt_PT
dc.subjectBrandspt_PT
dc.subjectConceptual modelpt_PT
dc.subjectPredictive Analyticspt_PT
dc.titleThe Role of Artificial Intelligence to Empower and Leverage Brandspt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.conferencePlaceEUApt_PT
oaire.citation.endPage47pt_PT
oaire.citation.startPage27pt_PT
oaire.citation.titleAI Innovation in Services Marketingpt_PT
person.familyNameCunha
person.familyNameGomes
person.familyNameMendonça
person.givenNameCarlos R.
person.givenNameJoão Pedro
person.givenNameVítor
person.identifierR-001-NSC
person.identifier.ciencia-id2316-5664-FF6F
person.identifier.ciencia-id4A1D-E1E3-3F27
person.identifier.ciencia-id591A-BFEF-2CD2
person.identifier.orcid0000-0003-3085-1562
person.identifier.orcid0000-0001-9308-0027
person.identifier.orcid0000-0001-7020-8235
person.identifier.ridH-2678-2014
person.identifier.scopus-author-id57202512811
person.identifier.scopus-author-id36550587200
rcaap.rightsrestrictedAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublication14626e32-5646-48ad-9242-30944450dd8e
relation.isAuthorOfPublication8740f6a8-8951-46cd-9719-74edc43b1c74
relation.isAuthorOfPublication42771c5a-f333-426b-88ee-dc11f4abac66
relation.isAuthorOfPublication.latestForDiscovery8740f6a8-8951-46cd-9719-74edc43b1c74

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
IGI_Global_2024.pdf
Size:
514.88 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.75 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

EsACT - Capítulos de Livros